How NFL’s popularity in Germany is boosting Bundesliga’s reach in the U.S.

While soccer has always been the leading sport of Germany, there has surfaced a new passion lately on its fields: American football. Ever since the NFL included Germany in its International Series, this sport of touchdowns and quarterbacks found a place in German sports culture. It is an unlikely mix, to say the least, but one which clearly works, sparking excitement everywhere. Could it be that the NFL rivals Germany's love for soccer?

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NFL Gain in Germany: Long-Awaited Meeting

This was in 2022, with the NFL really taking off in Germany, hosting its first regular-season game in Munich. Local German fans flocked to the Allianz Arena-home of Bayern Munich-to see Tom Brady's Tampa Bay Buccaneers take on the Seattle Seahawks. "One of the best football experiences I've ever had," Brady said afterward, pointing out the enthusiasm and energy of the local fans.

No surprise there. Germany is the biggest market in Europe for American football, and it was only a question of time before Munich and Frankfurt joined the schedule of the NFL. With Allianz Arena and Deutsche Bank Park now part of its calendar, the frenzy for American football has gone through the roof. But the Bundesliga has taken cognizance of this effect as well and has responded intelligently to the trend.

How the Bundesliga Is Benefiting from the NFL

Partnering and exchanging with the NFL have so far benefited Bundesliga clubs. Bayern Munich has already started a relationship with the Chiefs, already training at Arrowhead Stadium in 2019 as it forged ties with the American franchise. It also has invested in strategic partnerships with U.S. teams, such as FC Dallas, to develop young talent and interchange knowledge.

It is a connection that surpasses the games themselves, while Frankfurt, in turn, leveraged the NFL's presence in their city to expand its brand into the U.S. through youth clinics and tours across the States; Eintracht Frankfurt is making hay of this sports exchange. Even the Bundesliga recognized the potential of the North American market when it opened an office in New York in 2018 to strengthen the German presence in the Americas.

Soccer versus American Football: Room for Both? The NFL is getting more and more popular in Germany. Immediately, people started pondering over the question if American football could ever challenge the love of Germans for soccer. For the time being, the answer is pretty straightforward: soccer is still the "king" of sports in Germany. Interest in American football is still really far from challenging the loyalty of Bundesliga fans.

After all, German soccer is steeped in tradition and heritage. From Bayern Munich to Borussia Dortmund, Bundesliga clubs boast some incredibly avid followers who keep the flame of the sport alive throughout the year. Still, the NFL brought this extra dose of excitement and fresh perspective for the German audience, who now have another option in high-level sports entertainment.

The Big Game Experience

If the NFL knows one thing, it's how to put on a show. And Germany has opened its arms up to that. Everything from the most electric atmosphere in a stadium to the rendition of "Sweet Caroline" and "Country Roads" performed in tradition-the NFL games in Germany are one huge party. Even Bayern's star player Harry Kane has come out to say that he watches games whenever he can and even tries his hand as a kicker one day.

A level of involvement, in fact, proving that Germans are ready to open up new avenues of sport. In return, what the NFL gets from Germany is a market full of passionate fans who yearn for the big experience which the league offers: sold-out tickets and an electric vibe, offering a spectacle that, at many levels, complements the passion for soccer.

Legacy to the Bundesliga

The NFL did not make a flying visit to Germany, and the success of matches in Munich and Frankfurt already signals that the league appearance in the country is here to stay. While London and Mexico City are the only other places that have hosted more NFL International Series games, Germany is fast cementing its position as the league's favorite destination outside of the United States.

But the influence of the NFL goes way beyond the actual games themselves. This can be a great way to learn and include some of the NFL's way of engaging with fans for the Bundesliga while attracting even more followers, especially among the younger groups. But this can be an opportunity for them both: the NFL will learn from being involved with one of the most passionate sports audiences in the world. Ultimately, this is an exchange that strengthens both leagues and develops a bond that can shape the future of sports in Europe.